CPC (Cost Per Click)
CPC is the price a buyer pays per click on an ad, not per impression. It's one of the two core traffic-buying models alongside CPM, and the choice between them depends on which link of the funnel is weaker — the creative or the landing.
How CPC is calculated and when it beats CPM
The formula is CPC = spend / number of clicks. The CPC model removes the risk of a weak CTR from the buyer's side — you only pay for an actual click-through, which makes it the safer choice for an untested creative. Once CTR is consistently strong, CPM almost always works out cheaper per click.
CPC and PWA landing conversion
A paid click isn't an install yet — load speed and relevance of the PWA landing decide what happens next. A slow or off-target page burns CPC budget for nothing, which is why buyers usually test the creative and the landing together. APEX PWAs open instantly in the browser with no app-store detour, keeping click-to-install conversion solid even on a tight CPC budget.
FAQ
- Should I start a campaign on CPC or CPM?
- Early on, before a creative is proven, CPC is safer since you only pay for real clicks. Once you have a working combo with strong CTR, switching to CPM is often more cost-effective.
- How do you lower CPC on push and native traffic?
- Mainly by testing headlines and preview images, since they drive CTR and therefore the CPC rate directly. Segmenting by geo and placement to cut weak sources also helps.
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